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Pay to Play: How to effectively mix marketing with media

Posted By Jess Myers, Tuesday, October 20, 2015

It’s an unwritten rule that one of the most straightforward ways to make friends in the media is to invest dollars and time, in a marketing plan. Journalists always tout objectivity, but more and more often as the business of reporting changes, media and marketing are going hand-in-hand. It’s not uncommon for the media to give better coverage to those with whom it has an established business relationship.


A few ways to mix marketing and media include:


Advertising/Sponsorships. In addition to pitching your organization or event through traditional media channels, contact the newspaper or electronic media outlet’s advertising sales department. A nominal advertising purchase, followed up with traditional media pitching, can be an effective way to spread your message. Additionally, many radio and TV shows sell sponsorships, where your organization is noted as a presenter of the program. These can often be affordable way to promote your name.


Exclusives. Instead of offering a monetary investment, offer the media exclusivity in exchange for promoting your event or organization. Offer an exclusive interview, or a “first look” at a press release, before it is released to others. If you have a good relationship with a particular member of the media, “leaking” news to them a day or so before you distribute it more widely is a good way to say thanks for good coverage in the past.


Advertorial. Some media outlets will sell space in their publications or on the air that is less obviously commercial. A nominal investment by you pays for a story about your organization or your initiative. It’s worth noting that these will usually feature a disclaimer noting that the space has been paid for.


Trade-outs. Invest in marketing without money changing hands, by offering space in your organization’s newsletter, or signage at a conference, in exchange for coverage of your organization or event in the paper or on the air.


The world of journalism is changing, and knowing how to mix marketing and media using techniques like these can be an effective tool for your organization. Call us today to find out how we can align your vision with our public relations strategy: (651) 290-6260.   

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